Transcription

1 The Future of Journalism Papers from a conference organised by the BBC College of Journalism Editor: Charles Miller Conference producer: David Hayward

2 CoJo Publications: 1 BBC College of Journalism 2009

3 Contents Preface 5 1. The End of Fortress Journalism by Peter Horrocks 6 2. Introducing Multimedia to the Newsroom by Zoe Smith Multimedia Reporting in the Field by Guy Pelham Dealing with User-Generated Content: is it Worth it? by Paul Hambleton Video Games: a New Medium for Journalism by Philip Trippenbach The Audience and the News by Matthew Eltringham Delivering Multiplatform Journalism to the Mainstream by Derren Lawford Death of the Story by Kevin Marsh 70 Index 89

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5 Preface This book is the result of a BBC College of Journalism conference held in London at the end of The Future of Journalism brought together journalists, editors, academics and commentators from both inside the BBC and beyond to debate current issues about journalism that arose in their daily work. Today, as technology changes the lives of both journalists and their customers, assumptions about what journalism is and how it is practiced are being re-examined. These papers, from speakers at the conference, may help others embrace the new opportunities without abandoning the best of the values and culture that have shaped journalism over many decades. I would like to thank the contributors, who kindly agreed to revisit their subjects and turn them into these chapters. Charles Miller Editor, BBC College of Journalism May

6 1. The End of Fortress Journalism By Peter Horrocks Peter Horrocks was appointed Director of BBC World Service in February He had been Head of the BBC's Multimedia Newsroom since 2005, and previously the BBC's Head of Current Affairs. Since joining the BBC in October 1981 as a news trainee, he has been the Editor of both Newsnight and Panorama, the BBC's domestic flagship television current affairs programmes. Peter won BAFTA awards in 1997 and 2005 for his editorship of Newsnight and for the documentary series The Power of Nightmares respectively. Most journalists have grown up with a fortress mindset. They have lived and worked in proud institutions with thick walls. Their daily knightly task has been simple: to battle journalists from other fortresses. But the fortresses are crumbling and courtly jousts with fellow journalists are no longer impressing the crowds. The end of 6

7 THE END OF FORTRESS JOURNALISM fortress journalism is deeply unsettling for us and requires a profound change in the mindset and culture of journalism. Fortress journalism has been wonderful. Powerful, longestablished institutions provided the perfect base for strong journalism. The major news organisations could nurture skills, underwrite risk and afford expensive journalism. The competition with other news organisations inspired great journalism and if the journalist got into trouble legally, physically or with the authorities the news organisation would protect and support. It has been familiar and comfortable for the journalist. But that world is rapidly being eroded. The themes are familiar. Economic pressures whether in the public or private sectors are making the costs of the fortresses unsustainable. Each week brings news of redundancies and closures. The legacy costs of buildings, printing presses, studios and all the other structural supports of the fortress are proving too costly for the revenues that can now be generated. Internet-based journalism may be the most significant contributor to this business collapse. But the cultural impact on what the audience wants from journalism is as big a factor as the economics. In the fortress world the consumption of journalism was through clearly defined products and platforms a TV or radio programme, a magazine or a newspaper. But in the blended world of internet journalism all those products are available within a single platform and mental space. The user can now click and flit between each set of news. Or they can use an aggregator to pull together all the information they require. The reader may never be aware from which fortress (or brand) the information has come. 7

8 THE FUTURE OF JOURNALISM The consequence of this change in users consumption has only dimly been understood by the majority of journalists. Most of the major news organisations had the assumption that their news product provided the complete set of news requirements for their users. But in an internet world, users see the total information set available on the web as their 'news universe'. I might like BBC for video news, the Telegraph or Daily Mail for sports results and the New York Times for international news. I can penetrate the barriers of the fortresses with ease. The ability of audiences to pull together their preferred news is bringing the walls of the fortresses tumbling down. In effect, the users see a single unified news universe and use technology (e.g. Google, Digg etc) to get that content to come together. So if the users require collaborative content, what of the competitively minded news organisation? Clearly competition will still generate originality, enterprise journalism and can help to lower costs. But as a business, each organisation will need to choose very carefully where it has a comparative advantage. If agency news is available, there will be no advantage in creating it yourself. In each specialised area of news, organisations need to assess their unique advantages and reduce effort where they don t have such advantages. Reducing effort in any journalistic section is anathema to the old fortress mindset. Even more disturbingly, it might also mean co-operating explicitly. If the BBC is best in news video and the Telegraph best in text sports reports, why shouldn t they syndicate that content to each other and save effort? Jeff Jarvis, Professor of Interactive Journalism at the City University of New York, has 8

9 THE END OF FORTRESS JOURNALISM coined the neatest way of describing this: Cover what you do best. Link to the rest. That linked approach requires a new kind of journalism, the opposite of fortress journalism. It is well described as networked journalism, a coinage popularised by Charlie Beckett at the LSE/Polis. And it requires organisations to be much better connected, both internally and externally. That kind of networking can be unnatural for the journalist or executive brought up in the fortress mentality. What changes might be required? It means moving from a culture which is identified by the news unit you are in towards a culture based on audience understanding. So as a journalist don t think of the world as being identified by the programme you work on or the network you provide for. Don t think of the world solely through your paper or magazine. If you are a subject-based journalist, remember that the reader is likely to be consuming your journalism within a much wider frame of reference. They are probably not consuming news through your specialist prism. You ll need to link with specialists in other fields. As a technology journalist, you might get more coming to your story via a link from the entertainment or consumer section than those choosing to read about technology. News organisations can assist their teams by providing much richer data about how audiences are consuming. And we are helped in this by technological changes. On-demand journalism automatically generates much more specific data about audience usage of stories and story types. Most online sites have real-time systems that provide editors with information on story popularity. There is a danger that such information systems could 9

10 THE FUTURE OF JOURNALISM prompt editors to prioritise stories simply according to the numbers. A recent study by Andrew Currah 1 identified a move towards a narrower agenda of sports and celebrity stories in newspapers as being partly caused by an over-concentration on these techniques. The BBC has developed test Beta software that allows the main BBC news front page to be presented according to the order of users click preferences i.e. the most popular stories at the top. It creates a news product that is pretty bizarre and one that would not, in the BBC s judgement, be wanted by audiences. Users still want clear professional editorial judgment. But that judgement can be much better informed by a sophisticated understanding of the data. That is especially important in considering user experience, design and user journeys. As well as improving internet-based journalism, audience insight is also the foundation of an important cultural shift across platforms. The BBC has in recent years put significant effort into improving the availability of its audience research to staff. BBC television and radio producers have a much greater understanding of their audiences through qualitative data such as the daily internet survey, the Pulse. That provides overnight data on the audience s judgement of the quality of programmes and news items. In 2009 the BBC will be developing further techniques that will allow us, for the first time, to analyse audience consumption alongside demographics. So, if we want to, we might be able to tell which stories were most popular among young audiences, or men, 1 10

11 THE END OF FORTRESS JOURNALISM or ethnic minorities. We know that there are certain parts of the audience that consume BBC News less than others. Detailed information will enable us to address these audience gaps. However we will always make sure that BBC News editorial values are our guiding principles and not simply 'chasing audiences'. Yet the biggest impact of greater use of audience insight is on overall organisational attitudes. Within the BBC, the research for the Creative Future project on journalism and for its reassessment of the BBC News brand proved conclusively that, for audiences in the UK and internationally, the aspect of the BBC that they most appreciate is 'BBC News'. They value the BBC s individual news programmes, but it is that overall concept that matters most. The integrity and dominance of the BBC News brand was a powerful driver in the rebranding of BBC News in But it has also acted as a powerful organisational and cultural driver. BBC News has been re-organised on multimedia lines. Instead of departmental teams gathering each morning in platform-aligned meetings, there is a single conference where all of BBC News comes together to discuss priority stories. Tithe barriers and secrecy within the organisation (our mini-fortresses) have been torn down. Programme plans and running orders that were once hidden are now open. In determining whether a piece of information or content should be held back from another part of BBC News or shared, we apply the test of a notional member of the audience looking at us. In almost all cases that mythical BBC licence payer would want good journalism shared as widely as possible. 11

12 THE FUTURE OF JOURNALISM It has also prompted major re-organisation. In the past, as various BBC services and programmes were launched, they were often added to the existing organisation without being properly integrated. The structure of BBC News could be imagined as a series of archaeological sedimentary layers, with the attitudes and working practices living on from the initial foundation of that unit. Recent reforms have adopted a holistic and integrated approach to working practices and all the other accretions of the many different journalistic operating models accumulated over the years. Audience insight has therefore driven cultural and organisational change. It will undoubtedly drive further cultural change as all the resources of BBC journalism, in the UK s nations and regions and across the BBC World Service, are drawn together and leveraged for the benefit of all our audiences. This further change is likely to have the biggest effect in the BBC s online content creation and distribution. When BBC Online was launched, with great foresight over ten years ago, it was created as an adjunct to, rather than an integral part of, the BBC s broadcasting production base. And BBC Online was not itself integrated. Instead the model that was generally adopted was of each division of the BBC launching separate websites related to their particular programme brands or subject genres. So, for instance, arts content could be produced separately within News, Television and Radio. Information about climate change might sit within a science website, a Radio 4 environmental programme site or the BBC News website. A golden opportunity to create a website and an organisational structure that aligned with audience information needs was missed. 12

13 THE END OF FORTRESS JOURNALISM In recent years attempts have been made to create more cross-linking, and technology is now being employed to allow more automatic cross-fertilization. But the BBC website structure is still a better approximation of the organisational diagram than it is a mental map of the BBC s purposes and its audience needs. The only answer to this long-term is a BBC-wide appreciation of overall audience requirements and a ruthless focus on what we do best and what content we can provide, as a coherent proposition, to all our audiences. What closer integration of content also needs to take into account is the proper balance between an efficient, centralised system and the needs of the BBC to serve a variety of audience needs. In a resource-constrained organisation the temptation will often be to centralise and standardise. BBC journalists typically describe this as a fear about producing bland 'news nuggets' in a news factory. BBC News has currently negotiated this balance by creating systems that ensure that basic BBC news content (e.g. press conferences, speeches, raw material) is gathered and processed as efficiently as possible. The greater efficiency of those systems leaves more resources available for differentiation around that core. Programme makers are able to chase alternative angles, explanations that illuminate the central news and therefore offer variety around it. Soon some of these ideas about sharing content might be developed externally through partnerships. The internal dilemmas we have faced around journalistic identity, efficiency and the balance between efficiency and plurality will move to the external debate. 13

14 THE FUTURE OF JOURNALISM The UK and international news industry is under threat from structural and cyclical change. The cyclical factor the recession and its associated advertising downturn is combining with structural factors such as the fragmentation of the TV market and the splitting of content and advertising on the internet. The effect of this is to imperil expensive newsgathering operations, at both the local and international level. The question of possible public intervention to sustain journalism has moved centre stage in the UK. Possible remedies include the easing of regulatory constraints on media consolidation, regulatory pressure on new media businesses like Google to encourage them to return more value to content creators, incentives for charitable giving that could subsidise public interest journalism, the creation of public-private partnerships at the local level, and the possible use of direct public subsidy to support journalism. The BBC has been undertaking a major rethink of its responsibilities in the face of a collapse in the UK and international news market. The BBC s Director General, Mark Thompson, has put forward a number of ideas for the BBC to partner other organisations potentially sharing content, technology, facilities and resources 2. The biggest possible change to the BBC s journalism could be in a partnership to underpin the provision of regional news on commercial TV. For the BBC s regional journalists, the idea of partnering their long-time rivals in ITV regional news initially came as a shock. But 2 14

15 THE END OF FORTRESS JOURNALISM it may well be the first portent of a much wider sharing by the BBC to support the UK news industry. If other sectors of the news industry decline, the government has said it would consider the BBC offering widespread support possibly to commercial radio news, network TV news and online operations at local and national level. Some of this might not be through formal partnerships but by extending and formalising the underpinning of the media sector that the BBC has often supported. For instance, the BBC could share its audience research, its production technologies, its knowhow in multimedia journalism, its training capabilities, like the BBC College of Journalism, and its technological expertise in areas such as metadata. Metadata and the effective 'tagging' of all content will be the lifeblood of the new sharing/linking journalism. So it would be appropriate for the BBC to develop that capability, as it is an organisation that should be the embodiment of sharing. Beyond the sharing of facilities and capabilities, the BBC might also syndicate its content more widely to other websites and other news organisations. But if the BBC just develops partnerships through providing to others it will not be seizing the real two-way opportunity of partnership. To be true to that the BBC will need to consider taking content from its partners. And, online, it will need to be more generous in its inclusion of content from others and linking outwards. The BBC s strong position in ondemand content provision in the UK needs to be accompanied by a corresponding generosity in directing audiences to others who produce great content. The BBC Trust has asked the BBC to link out more and there 15

16 THE FUTURE OF JOURNALISM has been some improvement. But the real barrier to achieving progress in this is the fortress mindset. BBC journalists must realise that they have a wider purpose than just to sustain their own programmes and content. They have a wider responsibility to audiences to direct them to the best content, wherever it comes from. Unless we do this we will never deliver the more open approach to content that the new audience requires and which will be the foundation of a modernised trust in the BBC. Openness and partnership should help to answer the charge that the BBC is economically over-dominant in the news industry. If it can successfully support the rest of the industry, it could be seen as less of a threat. But it could also answer the charge that it is intellectually over-dominant. The BBC has been accused of adopting a group-think on some news stories. By having a wider range of voices internally, welcoming in a wider range of contributors and linking out to a greater diversity of news views and sources, the BBC can adopt the permeability and plurality which the modern audience requires. But moving towards this networked world will be hard for journalists trained in the fortress mindset. For editors and decision makers it requires balancing the interests of their programme or website with a wider view of audiences. It means a far higher level of collaboration with colleagues than has traditionally been the case. It also means 'inheriting' more shared content from elsewhere in the organisation. Editors can no longer commission and publish content exactly to their own specifications. For many, this is profoundly unsettling. And it may go further and entail more external collaboration for instance, agreeing shared news 16

17 THE END OF FORTRESS JOURNALISM coverage with partners who are also competitors and partnering non-media organisations such as NGOs. This will be tough stuff. But new news journalists will need the flexibility to cope. They will need to network with the audience as much as they do with their colleagues. The audience is becoming a vast but still untapped news source. The most go-ahead journalists are using social networking tools to help find information and interviewees. Responding on blogs and using those to promote a dialogue with informed members of the audience is leading to improved journalism. It can be time-consuming but it can yield real benefits. So journalists will need changed culture, changed organisation and an improved understanding of the modern tools of journalism audience insights, blogging, Twitter, multimedia production. It sounds like being pretty challenging. It s certainly more complex than the old fortress world of riding out to fight the enemy to the death every day. But I suspect that the public may well appreciate a journalism that puts serving their information needs at its heart, rather than one which is about organising the world in the way that journalists prefer. 17

18 2. Introducing Multimedia to the Newsroom By Zoe Smith Zoe Smith started in journalism at the age of 15 with a weekly column in the Watford Observer. While at university in Glasgow she wrote for The Herald, and she worked at The Financial Times during her studies at City University in London. A haphazard path from the Observer s internship scheme to Rolling Stone Italy, Press Gazette and the Daily Mail online led her to her current position as an online broadcast journalist at ITV News. She also runs networking events for journalists under 30. As someone who has grown up digital, it s hard to comprehend how news organisations could even question the need to make exciting content available on multiple platforms. The figures speak for themselves. Just Google it. Nearly a quarter of the world s population use the internet. Every year 200 million join the online revolution. According to Google, the internet is the fastest growing communications 18

19 INTRODUCING MULTIMEDIA TO THE NEWSROOM medium in history. When the internet went public in 1983 there were 400 servers. Today there are well over 600 million. If you don t get why you as a journalist, editor, programme or organisation need to invest intelligently in web platforms, you risk being ignored by an ever growing number of young people for whom television is an irrelevant medium. In his book Grown up Digital, inspired by a $4 million private research study into the habits of young people aged between 11 and 30, Don Tapscott reveals that 74 per cent of the UK s Net Generation, if forced to chose, would prefer to live without television rather than the internet. I learnt first hand the importance of recognising the power of online platforms when Press Gazette, the magazine for which I was the broadcast reporter, was threatened with closure. Its illustrious history spanning more than half a century at the heart of Fleet Street was no protection against the inevitable migration to an increasingly online media landscape. At that point in my early 20s, I realised that to sustain a career in journalism it would be in my interest to embrace the potential of online. ITV News launched its website as part of newly branded ITV.com in summer For the first six months, in addition to hosting a news feed of stories reflecting the on-air bulletin, ITV News online focused primarily on gathering user-generated content (UGC) commenting on the top news story of the day to complement the on-air programme in a strand called Uploaded. The extent to which working on the ITV News website is a multiplatform affair is apparent even in its structure. Generic news content is produced by ITN ON the digital division staffed by 19

20 THE FUTURE OF JOURNALISM teams of enthusiastic young people who spend shifts spanning 24- hours gathering content and editing video and text. Added value and exclusive content is produced in the ITV newsroom by two web producers and correspondents, reporters and producers alike. The content is then hosted on a channel within the ITV.com network. We re some way from a fully converged operation. It was only with the relaunch of News at Ten in January 2008 that the two-person team from the digital end of ITN moved into the ITV Newsroom and started producing and commissioning multimedia content. Encouraging journalists and editors to think about more than one platform has not been simple. Being in the same room doesn t automatically mean that people working on different media will be thinking on the same page. The modus operandi of newsgathering and news output within broadcast operations has been honed over many decades. At ITV News, the process of providing content for various outputs has been operational for barely over a year. A great leap forward has been made by including online producers in the daily programming meetings to get an understanding of what stories are being covered and what angles different bulletins are taking. Efficiency is the key to multiplatform journalism define a workflow that works for your organisation and ruthlessly stick to it. In the main, most editors and journalists will admit that they are technically challenged. This culture will have to change as multiplatform journalism becomes an issue more of the present and less of the future. Already we ve witnessed the growing importance of developer days where news organisations open the doors to the geeks to come up with inspirational new ways to give 20

21 INTRODUCING MULTIMEDIA TO THE NEWSROOM your content wings. The BBC already does this very well through Open Source projects and via Backstage, its web-based developers network. Collaboration is the key to successful journalism in an increasingly connected and shared media space. On a daily level, programmers and developers or journalists with programming skills should increasingly be an integral part of journalism teams. Charles Arthur, editor of The Guardian's Technology supplement, blogged: If you re doing one of those courses where they re making you learn shorthand and so on, take some time to learn to code. All sorts of fields of journalism basically, anywhere you re going to have to keep on top of a lot of data that will be updated, regularly or not will benefit from being able to analyse and dig into that data, and present it in interesting ways. His advice, although aimed at journalism students, is equally relevant for practicing journalists looking to extend their skills. Be clear what your organisation hopes to achieve through multiplatform journalism. Respect the technology but make it work for you; just because you have shiny new gadgets doesn t mean they re going to be the best medium for telling all stories. It requires time to craft good journalism, so maybe asking your correspondent to send a vlog (video blog) or even a blog from a breaking news event may not be the best use of their time. If you urgently require content for your website, why not use Twitter? It s less time consuming but still enables users to track a moving story, and is also the perfect vehicle for viewers to share their knowledge with journalists in real time. Adding a multimedia team to the structure of your newsroom 21

22 THE FUTURE OF JOURNALISM may be more effective than trying to get current staff to work across all platforms. Understand the key strengths of your journalists and grow these. Why make an on-screen talent write a blog if they re not a natural writer and would be better at producing a vlog? Make the most out of your specialists. At ITN correspondents like Lawrence McGinty, who reports on health and science, and Angus Walker, who covers home affairs, often have a wealth of material behind their stories that may not make it into a two-minute 45 seconds report but which will undoubtedly be of interest to viewers online. However, it s a mistake to focus only on your star reporters; involve cameramen, producers in creating extra content for online platforms. At ITV News we ve made great use of willing and able off-screen staff to shoot video blogs, create picture galleries from places as far afield as the Arctic, the Himalayas and the Gaza Strip. Bearing in mind that the internet is a global phenomenon, the brand value that your on-screen talent has in the UK could well be lost in translation to a global web audience. Don t be afraid to encourage and nurture new talent online. Gone are the days when viewers only expected to hear from reporters and presenters during news bulletins. They want information when it breaks and increasingly demand an insight into what goes on behind the camera. The rise of opinionated journalism has made blogging more acceptable. But it s important to remember that a blog is ultimately a platform, not just a hyperpersonal or informal style of writing. The increasing appeal of these websites lies in the fact that not only do they allow reporters to break stories and pass on 22

23 INTRODUCING MULTIMEDIA TO THE NEWSROOM information outside of traditional broadcast or publication deadlines, but they allow viewers to interact with journalists and each other through comments. This enables the platform to be more than a destination; rather it develops into a network where like-minded people will come to interact. The web is becoming an increasingly social platform this is about more than buzzwords like Web 2.0. Around one in every six minutes that people spend online is spent in a social network of some type. In January 2009, Facebook founder Mark Zuckerberg noted that, with 150 million people around the world actively using Facebook, if the social network were a country it would be the eighth-most populated in the world, just ahead of Japan, Russia and Nigeria. Yet if you think you ve got the internet cracked, you may wish to reconsider. There is no room to rest on your laurels in this constantly evolving medium. In a recent interview with ITV News, Sir Tim Berners Lee the professor credited with inventing the World Wide Web said: Website designers will get better and better at following guidelines about how to make things work on mobile phones. More and more people are going to be using mobile phones and things you put in your pocket, to access the web. That s a really important move. Back in 2003, ITN ON pioneered video news on mobile in Europe, launching with 3, and became the first UK company to create made-for-mobile news and weather channels. This year, it used its skilled developers to create an application that provides news to the ever increasing iphone audience. In the two weeks since its launch, the app had 65,000 downloads from the itunes 23

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Social Media Marketing - From Bowling to Pinball By Svend Hollensen, Associate Professor, University of Southern Denmark and Anthony Raman, MCInst.M., RPM In the physical marketplace different communication

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